n
END CAP
Electronic DIYers
by PHIL RIST
Phil Rist is executive vice president of strategic initiatives with Prosper Insights & Analytics.
A
re your customers electronic do-it-yourselfers or the "I
need you to do it for me" type of consumer?
Electronics are at the intersection of shopping and
entertainment today, from televisions to smartphones - with
more devices becoming interconnected in our homes every day.
At the same time, these important electronics products can
be purchased across most retail channels. Electronics big-box
stores, discount stores, department stores and even some
grocery chains are expanding their electronic sections as they
recognize the importance of the merchandise category in
consumers' lives.
A common practice in the home improvement industry is
understanding the difference between DIYers versus those
who want things done for them. This sort of marketing
segmentation rarely appears with electronics merchants and is
an opportunity for competitive differentiation.
Looking at why consumers shop at a particular electronic
store, the top reasons have been consistent for years: Price,
selection, location, quality brands available, promotions,
good customer service and trust.
Looking deeper at the other reasons that tip the scale
toward one retailer or another, it is clear that certain groups
of customers need help with installation and technical
knowledge. Others are interested in the ability to buy online
and pick up in store but don't necessarily need additional
handholding.
Of nearly 8,000 U.S. adults surveyed in February,
knowledgeable salespeople are important to 14 percent of
women, compared with 12 percent for men; delivery service
is important to 17 percent of men compared with 14 percent
for women.
The importance of delivery service and home installation
services together do not appear to be a function of age but
rather a split between individuals that are true technology
DIYers versus those who prefer the merchant to provide
additional services.
ELECTRONICS SHOPPING
WHAT DRIVES CONSUMERS' STORE PREFERENCES
Delivery
In-store
experience
Knowledgeable
salespeople
Offers BOPIS
Home installation
U.S. Adults 18+
18-34
35-54
55+
Men
Women
Source: Prosper Insights & Analytics, February 2018
50
STORES April 2018
STORES.ORG